Endemol Shine Group’s digital division, Endemol Beyond, is opening up a new hub in Asia.
The production and distribution group has recruited Christopher Smith to run the new Singapore-based operation and he joins from media agency Mindshare.
The Asian hub will make Asia-skewed versions of Endemol Beyond digital formats, starting with a local version of programming from Icon, the lifestyle digital channel from Michelle Phan (pictured). US and UK versions of Icon launched earlier this year.
Endemol Beyond Asia will also work up original ideas and recruit local digital talent.
Christopher Smith will report to Fotini Paraskakis, managing director of Endemol Shine’s Asian operations.
She said: “Launching Endemol Beyond Asia is a significant move in our growth across the region. The synergy between our core business and this new division will allow us to deliver clients premium content on all platforms,” said Fotini Paraskakis, Managing Director for Endemol Shine Asia.”
At Mindshare Singapore, he led the development of Mindshare Discovery, the experiential and branded content business unit working with MCNs across the region.
He said today: “There is a huge opportunity in Asia for both branded content and original digital programming. I look forward to adding to the success of Endemol Beyond in this region, and to develop our Asia based studios into one of the leading producers of outstanding content for both brands and viewers.”